Maria Pace Chiavari
Genealogy of a business: from Gianelli & Cia to S.A. Moinho Fluminense
Brazil’s first flour milling company was opened by Carlos Gianelli in 1880, as part of a project set up by his father in Montevideo. The choice of this site on the Rua Larga (today Rua Marechal Floriano)39 was steered by its proximity to the railroad station and its central location, with residential and commercial premises at that time.40 it took only a few years for Gianelli to adapt to the Rio climate, slotting seamlessly into its financial circles. This resulted in a partnership agreement with Brazilian industrialist and banker Francisco de Paula Mayrink, signed in 1883.41 under the terms of its Articles of Incorporation, Gianelli’s share consisted of his company, whose wealth was calculated at Rs. 800:000, while Mayrink invested Rs. 200:000.42
As the Brazilian Empire drew to a close, the impacts of the Encilhamento funding loan scandal fueled the expansion of this enterprise.43 Four years later, an agreement was signed setting up a limited partnership: Gianelli & Cia, headquartered in Rio de Janeiro,44 and with its majority shareholders being Carlos Gianelli and his brother Leopoldo. Still in 1887, an operating license was issued for the Moinho Fluminense mill by Princess Isabel, the Regent in the absence of the Emperor Pedro II.45
When setting up this new business, the Docklands were preferred, responding more effectively to the demands of a large-scale industrial establishment operating on modern lines. The attractions of this part of the city included its availability for new users, due to the steady loss of purpose for some characteristics and services, like the Praça da Harmonia,46 connected to an outdated mercantilist approach.47 However, the main factor driving the upsurge of major enterprises in this long-neglected district was the supply of transportation, which was tricky or even non-existent throughout much of Rio de Janeiro. While the Port handled inflows and outflows of goods, their dissemination to domestic markets was facilitated by the proximity of the Estrada de Ferro Pedro II railroad station and its branches. It is not a coincidence that the first gasometer selected a location close to the Court, soon followed by two flour mills: the Moinho Inglês and the Moinho Fluminense.48
In order to set up this venture, the Gianelli brothers purchased the building at Rua da Saúde 170 and the neighboring plot (172) and its improvements, which ran to the sea.49 At that time, the street was the main thoroughfare through the Docklands, packed with warehouses, one of them owned by someone called Moss, as well as other establishments, including the Leandro de Souza & Moss company.50
With the site selected for this modern flour mill, it was time to think about its equipment. This had to pursue an ambitious goal assigned top priority in the articles of incorporation setting up the Moinho Fluminense company: producing the best flours on the market. In order to ensure that its wares outclassed the goods produced by its competition, two steps were needed: high-grade raw materials resulting from careful selection of the imported wheat; and the quality of the machines used to grind it. The articles of incorporation included the requirement that the machinery should be commissioned from the best manufacturers in the UK. The Thomas Robinson & Son factory was selected from among them, located in Rochdale, England.51
Thanks to his expertise in flour milling, upgraded in the UK, Carlos Gianelli took over as the director and inspector of the equipment assembly and installation operations. The intention was to reach their maximum production capacity of 89 tons of flour a day.52
Impressive right from the start, the performance of the Moinho Fluminense mill was underpinned by the broad-ranging experience of the Gianelli brothers. In addition to being excellent managers, they knew how to attract flour merchants and bakers, turning them into shareholders.53 [V]
In 1889, Carlos Gianelli was appointed president and director of the newly re-opened company, which was called S.A. Moinho Fluminense.54
[V]
Press Release
Regarding the Gianelli & Cia. firm, a limited partnership shall be established at this court in order to set up a mill for grinding wheat and other grains, with encouragement for growing these products in Brazil through all possible means.
This useful initiative is owned by Messrs Carlos Gianelli and Leopoldo Gianelli, clever industrialists whose experience in this field of industry is a guarantee of future prosperity for this new company, which shall be called Moinho Fluminense.
(Jornal dos Economistas newspaper, edition 00002, 1887)
